Research On The Competitive Strategy Of Personai Banking Of Jinan Branch,HSBC Bank

Since late nineteen nineties, retail banking has been becoming more and more important as the development of international banking business. Today, the growing importance ofretail banking has become a recognized feature in the development of some renownedinternational banking corporates. With the rapid growth of chinese economy, the demand of personal wealth management and diversified banking service was increasing day by day, and which provided great opportunities for chinese banks to improve their traditional business and get more international and competitive.Private banking becomes the major power to occupy the global banking, driving to the internationalization.On the basis of the successful experience and the practice of HSBC in Jinan, this article reviews the theories of blue ocean strategy and competition strategy, combines with the internal resources and capabilities of HSBC in Jinan, applies to macro-environment analyzing model,SWOT and value chain. Finally, it comes to the conclusion of how to choose the differentiation competition strategy.It is mainly based on the differetiation of product and service to realize the competition strategy of HSBC Jinan branch. It contains three aspects, establishment of HSBC Premier brand image, promotion for differentiation of product and expansions of service channel.The product located in high-end customers,as a result,it is important to be aware of control the benefits and risks for them,and creating the differetiation of service integration measures at home and abroad.The main five aspects which help to realize the targets are the organizational structure adjustment,process reform,human resource cultivation and building of information system and enterprise culture.